VCW for NextLand: Reaching 10% of the Italian Agriculture Market
Strategies for NextLand to reach 10% of the Italian agriculture market by 2022.
How can NextLand reach 10% of the Italian agriculture market by 2022?
This project focuses on developing a go-to-market strategy for NextLand to capture 10% of the Italian agriculture market by 2022, utilizing the Innovation Value Creation Wheel (VCW) framework, with a focus on public authorities as clients.
Overview:
NextLand aimed to expand its presence in the Italian agriculture market by providing a comprehensive solution that addresses the needs of both farmers and public authorities. The team used the VCW framework to develop a strategy centered around a user-friendly app that integrates satellite data services, education, and fund application processes.
Application and Process:
The process began with a diagnostic phase, analyzing the Italian agriculture market, the needs of farmers and public authorities, and the potential of satellite data technology. The team then generated ideas and filters through brainstorming and expert interviews. The POCR method was used to refine these ideas and filters. Through VCF, the team narrowed down potential solutions, focusing on developing an integrated app (NextApp) that streamlines data access, provides education, and facilitates fund applications.
Key Takeaways:
Integrated App (NextApp): Develop a user-friendly app that integrates satellite data services, educational resources, and fund application processes.
Education Focus: Provide comprehensive education to farmers on satellite data usage and sustainable practices through the app and partnerships.
Efficiency for Public Authorities: Streamline the fund allocation process for public authorities by digitizing applications and data collection.
Partnerships: Establish strategic partnerships with organizations like Confagricultura to enhance educational resources and market reach.
Lobbying and PR: Utilize lobbying activities, conferences, personal meetings, and PR tools to reach public authorities.
Fire Hazard Monitoring: Integrate sensors to monitor fire hazards and provide alerts to public authorities and fire stations.
Value Creation Funnel: The VCW funnel effectively guided the team towards a comprehensive solution that addresses the needs of all stakeholders.
Value Proposition: NextApp provides a full-service solution that empowers farmers with satellite data and education while streamlining fund allocation and data collection for public authorities, ultimately contributing to a more sustainable and efficient agricultural sector in Italy.
Conclusion:
The VCW framework effectively guided NextLand in developing a comprehensive go-to-market strategy, demonstrating the methodology's effectiveness in helping companies penetrate new markets and address the diverse needs of stakeholders.